As more brands invest in content marketing, they’re also looking for hard numbers to validate their investment. In 2013 research indicated that a Facebook “like” was worth up to $174. However data from social marketing app developer AddShoppers pegs a Facebook “Like” at a significantly lower value.
According to the 2013 Social Commerce Breakdown, a Facebook “like” is worth $1.41 and a share is worth $3.58. Twitter and Pinterest are neck and neck with shares worth $.85 and $.87 respectively. Shares on “other” networks, which includes sites such as Polyvore and Tumblr, rank lowest at $.67 in social commerce value. Top value for social sharing goes to email at $12.10 and Google ranked second with a G+ share valued at $5.08, according to the report.
The study indicates that email shares are so valuable because they convert most frequently at the rate of nearly eight percent. Most networks lag way behind with G+ converting at a rate just over three percent and Facebook converting at a meager 1.3 percent.
Still when it comes to driving the most revenue, Pinterest is starting to outpace Facebook with a $170.68 average order value vs Facebooks AOV of $133.06. While StumbleUpon has a tiny conversion rate of .15 percent, those conversions lead to the biggest AOV of all the social commerce at $215.52, according to the AddShoppers data.
Indeed, it seems that channels with lower conversion rates results in high overall AOV. In fact, the smaller channels may be better for targeting different types of consumers. For example, the report rates Tumblr shares at a value of $1.57 for health and beauty products, and $1.09 for fashion retail. And while Pinterest is has officially overtaken Facebook in terms of conversion rate, according to the report, the number of shares on Polyvore grew the most when compared to other networks.
While social commerce is certainly on the grow, one caveat for brands to remember is that social only accounts for about one percent of all e-commerce. Still, if you’re going to invest your marketing dollars in social, make sure you target the areas of highest return.
Featured image credit: Fosforix